UPDATED 09:03 EDT / NOVEMBER 08 2011

Video Ad Market Revels in Booming Budgets

Digital video advertising is so effective of a marketing strategy that it’s expected to grow by 25 percent over the next 12 months, accounting for about 23.8 percent of total online ad budgets, predicts Casale Media Research. Their latest report, “Digital Video Advertising: Removing Barriers Equals Greater Opportunities” surveys the dynamics of online displayer and video media decision, and was originally conducted by Advertisers Perceptions for Casale Media, studying over 150 media buyers, managers and planners of leading advertisers and agencies in the US.

“When it comes to video, many online advertisers still perceive it as the Wild West because it continues to evolve and grow, but without giving publishers and advertisers enough control,” said Joe Casale, CEO of Casale Media. “Our research provides clarity for those involved in online media spending decisions to help identify where the barriers are, how to overcome them and realize the maximum potential of digital video advertising.”

While marketers are in agreement that video advertising creates a more engaging environment, there are certain roadblocks that prevent them from going “all out.” There’s some demographics that simply ignore video advertising, and others that interact with this medium for incentives. A study still from Burst Media reveals that the younger generation, specifically ages 18-34 years of age, is blind to online advertising. Those ages 55 and up represent the better target audience, since they’re more likely to take action after viewing an ad. Striking a balance is what advertising is all about, and a few developments in the video industry look to address the many pitfalls.

Since online content and video are in season, heaps of companies are positioning themselves to take advantage of the trend. Turn Media adds multi-channel video capabilities (in-stream and mobile video advertising) to its platform. The new additions will allows Turn Media advertisers to execute and optimize video multi-channel campaigns across PC and mobile browsers, even offline video campaigns on the web.

Jivox, an India-based interactive video advertising platform, also raised $8.2 million for its second round of funding to improve the way customers run campaigns across an array of devices. Then there’s Adobe hoping to expand to video advertising with the acquisition of Auditude, while YuMe pushes interactive video ads to television sets with LG Connected ad platform.


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